Counter Culture Drinks is the Official Kombucha of the Dry January® Challenge 2026

We're stoked to announce that Counter Culture Drinks is the official kombucha partner of the Dry January® Challenge 2026, led by Alcohol Change UK.

The Dry January® Challenge has become a cultural moment as much as a personal one. This year, it’s estimated that 1 in 3 adults in the UK will attempt to ditch the booze — not necessarily to quit drinking forever, but to reset, reflect, and actually feel the difference. Being part of that conversation matters to us.

Why this Dry January® partnership makes total sense

At Counter Culture Drinks, we've always believed that not drinking shouldn't mean missing out — on flavour, on ritual, or on social life. Kombucha isn't about replacing alcohol one-for-one. It's about offering something genuinely kick-ass when you're choosing not to drink.

Dry January® speaks to that same rebellious spirit:

• Take a pause, no judgment
• Explore alternatives, ditch the labels
• Make a change that fits your life

That’s why partnering with Alcohol Change UK on the Dry January® Challenge felt like the most natural thing in the world.

What this means for Dry January® 2026

As the official kombucha of the Dry January® Challenge, we’ll be backing participants throughout January 2026 with:

• Free kombucha sodas for thousands of participants
• Bold activations and epic giveaways designed to make alcohol-free choices easier (and way better)
• Real talk and honest conversations around drinking less — no preaching, no BS

You’ll see Counter Culture Drinks across Dry January® channels, events, and partner activations throughout the month.

Citrus Yuzu: our hero kombucha for Dry January®

For the Dry January® Challenge 2026, our Citrus Yuzu kombucha takes centre stage. It’s sharp, refreshing, and unapologetically grown-up — the kind of alcohol-free drink that still feels like a proper choice, not a sad compromise.

Whether you’re doing the full month, cutting back, or just getting curious, it’s there for those moments when you’d normally reach for something alcoholic.

A bigger conversation about drinking less

The Dry January® Challenge isn’t about being perfect. It’s about awareness.

The UK’s relationship with alcohol is shifting. More people are questioning the tired old assumptions about when, why, and how we drink. We’re proud to support a campaign that creates space for that conversation — no pressure, no labels, no cookie-cutter solutions.

Taking part in the Dry January® Challenge?

If you’re joining the Dry January® Challenge this year, we’ve got your back.

And if you’re simply exploring alcohol-free drinks that don’t feel like an afterthought — welcome to the revolution.